Electronic Word of Mouth and Brand Image in Social Media Instagram Context

Abstract

This study was conducted to determine the impact of electronic word of mouth on social media Instagram as communication system on information technology toward brand image, performed to determine whether the impact of e-Wom on Instagram toward brand image, and also to decide how much the effect of eWom toward brand image on social media Instagram. Instagram is one of the platforms that can be used in building and establishing good relationships with consumers or potential consumers through the system of communication technology. This study is an explanative study with a quantitative approach, the research method used is surve, that was presided by distributing questionnaires to 400 respondents who were followers of Instagram by using non-probability sampling and purposive sampling techniques. The results of the study show that there is a strong impact on electronic word of mouth towards the brand image of 46,1%. The remaining 53.9% is influenced by other variables not included in this study.